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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Nowadays, young people's drinking habits discord with elderly generations. Recent trends recommend that they are more vulnerable to serious episodic or binge drinking once they do and drink more often throughout the week. This could be down to a culture of drinking during which inordinate consumption is inspired as a part of facilitating group belonging in young adulthood. Consistent with the NHS and National Office of Statistics(2014), the definition of binge drinking is drinking more than twofold the lower danger guidelines for liquor in one session. Binge drinking for the male, therefore, is drinking more than 8 units of alcohol or about 3 pints of strong beer. For the female, it is drinking more than 6 units of alcohol, same as 2 large glasses of wine. In this essay, this scenario of youths binge drinking within the UK will be pointed out so determine the major health issues related to binge drinking, next appraise two campaigns within the UK that aim to deal with the problem in whole or partially, ultimately make the evaluation of it.

In the current situation, the binge drinking culture prevails among young people notably on campus. The cause of binge drinking is because of addicted to alcohol, peer pressure, drinking culture on campus and the stress related to school work, which is common among the youth in the UK. According to Health and Social Care Information Centre(2015) 18 per cent of men and 10 percent of women who drank on five or more days in the week. 62 percent of men usually drank up to 21 units a week and 61 percent of women usually drank up to 14 units a week, at levels demonstrating the lower risk of damage.

Due to the youth binge drinking, a lot of the major health issues associated with binge drinking have been derived such as physical health and mental health. Alcohol Concern puts forward that alcohol is a determining factor in more than 60 medical conditions, drinking an excessive amount of alcohol can result in mouth, throat, stomach, liver and breast cancers; high blood pressure, liver disease of the liver; and depression. Moreover, accidents and falls are common as a result of being plastered influences the equilibration and co-ordination(Drinkaware, 2016). For instance, alcoholic beverage is the single biggest reason for home accidents. In extreme conditions, people could die. Overdosing on liquor will cease the respiratory system or cease the heart. Otherwise, this may choke on emesis. In England, there have been 6,592 alcohol-related deaths in 2012(Harker, 2012). Alternative results of binge drinking will have an effect on the mood and memory and in the longer term may end up with serious mental health issues that will become memory deterioration or hypomnesia. More commonly, binge drinking will bring about anti-social, truculent and vicious conduct. That may cause fights and arguments because alcohol will affect cranial nerve that could provoke incidents after getting drunk or act ludicrously.  In 2013/14, there were an expected 1,059,210 admissions related to alcohol consumption where an alcohol-related disease, trauma or condition was the primary reason for the hospital, admission or a secondary diagnosis (HSCIC, 2015).

To tackle these health issues, the UK government have advocated two campaigns for improving youth health-promoting healthy lifestyle, then evaluate these two campaigns.

First is Dry January, it provides a clear timetable and instructions for youth to follow it, try to live without alcohol in a month and suggests some activities for adolescents such as watching movies instead of drinking alcohol. That is the chance to dump the hangover and reduce the waistline. Consequently, it aims to make a real difference to the lives of those harmed by alcohol, their families and help ensure that young people have a healthy relationship with alcohol.

The advantages of this activity experienced a variety of positive side-effects, such as sleeping better, losing weight and feeling more energetic, that is a healthier lifestyle. Also, it provides a clear plan for youngsters to follow, encourage and support them to make the change in their life. This is likely to help teenagers at least reflect on their drinking.

But it does more harm than advantages. Firstly, it is not clear who Dry January is targeting(Hamilton,2016), it does not give out a transparent target group. It can be economical with the reality once it involves what quantity we tend to drink. If people are not honest with themselves about their drinking, Dry January cannot facilitate at all because it is a voluntary assignment. Dry January also risks sending out an "all or nothing" message concerning alcohol(Hamilton,2016), and could be adding to the confusion we all know exists in communicating messages regarding alcohol. For example, the public health recommendation concerning safe levels of alcohol consumption using suggested maximum daily or weekly units of alcohol. Especially, for a few serious drinkers, abrupt abstinence from alcohol will induce serious symptoms such as seizures. It ought to be stressed that the campaign is aimed at social not dependent drinkers, and serious drinkers are suggested to examine their doctor before stopping suddenly and completely(Gilmore,2016). However, evaluations indicate that campaigns like Dry January are getting used more as the way of individuals examining their relationship with alcohol and creating long term changes.

Second is the Youth Alcohol Action Plan, this campaign recognises that drinking by youngsters in the home is distinctly the obligation of schools, parents and households, but providing distinct health information for parents and youngsters regarding how the consumption of alcohol can have an effect on teenagers. Furthermore, it is operating with the alcohol industry to continue the great advancement created to cut back the sale of alcoholic beverage to youths. However also in marketing and promoting alcohol during a more responsible method for instance non broadcast advertising. Besides working with police and the courts to preclude underage drinking, making it clear that unsupervised drinking by youth below 18 in public places is insufferable.

The advantages of it is that it has a clear situation and target group for improving. Moreover, it is straight forward to restrict binge drinking through using the parental control and the policy so that teenagers maybe obey it. In addition, it can strengthen the relationship between family and youth. Because of this, it provides good education from young life for the adolescents.

On the other hand, it exploits the right of freedom because this campaign restricts teenagers autonomous right and decision making power. So far as to youth and the alcohol industry will resist this plan and the policy because the alcohol industry can not gain more profit. Therefore, it is not sufficient at all, teenagers will drinking privately without parents supervision and control. This only can address part of it in term of legislative, similar with banning. Nevertheless, this campaign is a long term cultivation and foster teenagers have correct moral value in binge drinking.

Although the UK government has operated such campaigns or solutions for improving youth binge drinking problem, the study funded by the Economic and Social Research Council(2015), concluded that adolescents failed to see their own drinking cultures mirrored in adverts that took a negative stance.

In conclusion, the UK government needs to put in more resources for operating such campaigns and improvements to address binge drinking among youths. All in all, binge drinking is not good for society and personal health, especially for youths.

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